Published: 01 May 2023
Too often, CSOs defer demand generation analysis to marketers who may overly rely on volume-based metrics. To ultimately improve demand generation, use both leading and lagging metrics, along with industry benchmarks, to assess demand generation program effectiveness.
When sales organizations focus on demand generation metrics, they often prioritize lagging metrics that focus on the volume of leads as opposed to those metrics that improve real-time actionability.
Commercial stakeholders — across sales, marketing and product teams — often have misaligned expectations with the intent and outcomes of demand generation programs.
Sales and marketing often struggle in partnership as they decide on the actions needed to optimize demand generation and increase pipeline contribution.
To improve effectiveness of demand generation efforts:
Close the gaps in expected demand generation program performance by analyzing leading performance metrics that help quantify and qualify
Clients can log in to view the entire document.
Analysts:
Gartner research, which includes in-depth proprietary studies, peer and industry best practices, trend analysis and quantitative modeling, enables us to offer innovative approaches that can help you drive stronger, more sustainable business performance.
Our independence as a research firm enables our experts to provide unbiased advice you can trust.
Not only is Gartner research unbiased, it also contains key take-aways and recommendations for impactful next steps.
Our research practices and procedures distill large volumes of data into clear, precise recommendations.
We provide actionable, objective insight to help organizations make smarter, faster decisions to stay ahead of disruption and accelerate growth.
We offer one-on-one guidance tailored to your mission-critical priorities.
We work with you to select the best-fit providers and tools, so you avoid the costly repercussions of a poor decision.
Connect directly with peers to discuss common issues and initiatives and accelerate, validate and solidify your strategy.
Gartner clients can log in to access the full library.
Join your peers for the unveiling of the latest insights at Gartner conferences.
©2022 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.
